The University of Houston announced Tuesday that the $120 million football stadium nearing completion at the corner of Cullen Boulevard and Cougar Place will be rebranded as TDECU Stadium. The University sold the naming rights to Texas Dow Employees Credit Union (TDECU), the largest credit union in the Houston area. The 10-year, $15-million commitment gives TDECU the rights to name the stadium, a suite on the 50-yard line, and discounted tickets for employees and members.
Administrators welcomed the news with excitement:
Cougars will play in TDECU Stadium...a name that starts with TD for Touch Down! Go Coogs!— Renu Khator (@UHpres) July 8, 2014
However, members of the larger UH community reacted with criticism and confusion:
Our UH stadium is officially going to be named TDECU. Texas Dow Employees Credit Union....what? Who names a stadium THAT.— Sanáh Rahman (@sanahrahman) July 9, 2014
TDECU Stadium joins NRG Stadium and BBVA Compass Stadium, taking the lead in worst-acronymed stadium of Houston— Andy Kinzler (@andykinzler) July 7, 2014
Despite some less than enthusiastic reactions to the name, David Bassity, associate athletics director for communications, says that the deal will be mutually beneficial for both parties.
"It's more than a naming, we wanted a partner," Bassity tells CultureMap. "Now that we're being featured on national television we can offer them national exposure. That isn't easily quantifiable."
There is a possibility that the stadium could be renamed in 10 years, Bassity says. But TDECU would be offered a chance to renew the contract first before the university would look to resale the rights.